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Lumia Branding Chosen by Nokia in a Single Day

by Todd Haselton | July 22, 2013July 22, 2013 10:00 pm PST

Nokia Lumia 1020 - Hands On - 011

Nokia’s executive team didn’t have a name for its Windows phone family of handsets when it met with CEO Stephen Elop in August of 2011. Elop, in an effort to get the ball moving and to prevent any delays, demanded that the team come up with one immediately. How quickly? A single day, according to a report from Reuters highlighting the CEO’s recent successes.

“We almost fell into the trap that had often befallen Nokia, which was… let them work on it a bit longer because we couldn’t quite reach an agreement,” Elop explained to Reuters. Why wait till tomorrow or next week? We could make the decision today. And we did.” Nokia’s team settled on the name that is now attached to all of its Windows Phone products, both entry-level and high-end: Lumia.

The company still runs into some issues with consumers, however, especially when it comes to the name that follows the Lumia branding. Customers, no doubt, are likely confused by the various numbers attached to Windows Phone devices from the Finnish phone maker. The Lumia 510, the Lumia 1020, the Lumia 925, the Lumia 920, the Lumia 928 – unless you know the specs it’s hard to distinguish what handset is more premium than the others. Sure, one might gravitate to the 1020 because it has the largest number in it, but the Lumia 925 and Lumia 928 are very capable handsets for people who don’t otherwise need a 41-megapixel camera. Samsung’s Galaxy S4 and Galaxy S III monikers are much easier to understand: the former being the older of the two devices.

Elop said he has advised his employees not to be arrogant. “There’s a number of examples over the last six, seven years, where Nokia heard trends but decided to ignore those trends because it felt that it somehow knew better… And that hurt the company badly for many years,” he explained to Reuters.

Windows Phone is doing better than before – it’s now the third most popular platform behind iOS and Android, but Elop still has his work cut out for him moving forward. Thankfully, the onslaught of new devices is starting to catch the attention of consumers.

Reuters The Verge

Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...